Measuring the impact of CTV
One of the main advantages of running Connected TV campaigns vs. Traditional TV is the ability to measure results and optimize to maximize the return on your investment.
There are many KPIs related to the campaigns, including the exact number of delivered impressions. Which in itself is already a big step up from traditional TV.
Types of conversions
These are the main conversion types you can track from your Connected TV campaigns:
CTV App sync
CTV to mobile app measurement: users watch an Ad on a CTV and then download an app on their mobile devices
CTV to CTV app measurement: users watch an ad on CTV and they download an app on their CTV
CTV Offline sync, from CTV to the physical world: measure the drive-to-store of CTV ads, and the in-store visits that the CTV commercial generated. It needs a synced campaign to run.
CTV to web measurement: users watch an ad on CTV and interact with a website
Scan of QR codes in CTV ads
Examples of conversions that could be measured
App downloads or installs
In-app purchases
e-Commerce purchases (on the web)
Lead generation
Store visits
Website visits/landing page visits